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Wednesday, October 01, 2008

Koodos partners with Daily Mail to launch the Fashion Boutique

Daily Mail Online and Koodos have launched a major discount Fashion Boutique

The Boutique, www.dmfashion-boutique.co.uk, offers stylish women’s and men’s clothing and accessories at savings of up to 70 per cent, starting with over 2,000 styles.

The Boutique is integrated into the Mail Online website with its own look and feel, in contrast to affiliate deals where shoppers are taken off to the partner’s website to make a transaction.

The koodos proposition of fashion deals seems to be resonating with credit crunched consumers. In less than two years it has become one of the top ten most popular fashion websites, according to recent Hitwise data. Under the shared revenue deal, koodos is providing the Daily Mail Fashion Boutique’s product, ecommerce platform, customer service and fulfilment.

Product is sourced by the koodos team of European buyers.

The Daily Mail readers are affluent but savvy and love a fashion bargain. FeMail has long been a core section of the newspaper and has built for the Mail very strong fashion credentials. Readers look to the Mail for fashion advice and offers and launching an online store was an obvious development.

Partnerships of this nature depend very much on getting strong support from the offline media and decent placement on the partner website. It will be interesting to see how this evolves.

1 comment:

Great move for Koodos. One thing I don't understand completely is why the "Powered by Koodos" link doesn't bring the user to Koodos' home page. It'd be very nice in term of brand recognition.Also, the DM fashion boutique URL is a bit awkward but I imagine it could become dailymail.co.uk/something after an initial test phase.